What’s Going On and Why You Should Still Care

The uncertainty surrounding third-party cookies reverberates across everything from persona targeting to attribution modeling. It’s a wild ride, and we’re all trying to determine where to focus limited resources while planning for the future. Is your organization fully prepared, or do these delays keep dropping deprecation prep down the priority list? 

Whether you’re a seasoned marketer or a curious observer, Google’s cookie chronicles are shaping the future of digital advertising - and it’s the tip of the iceberg when it comes to data privacy. The idea of a cookie-less future has marketers getting ready to say goodbye to business as usual, but do we need Google to set the timeline? Our experts advise continuing to move toward cookie-less solutions and first-party data whenever possible. 

What’s Going On? 

Last week, amidst ongoing criticisms, Google shared a carefully composed update that they would once again be delaying third-party cookie deprecation to give regulatory bodies more time to ensure that Google’s suite of privacy tools isn’t anti-competitive.

“We recognize that there are ongoing challenges related to reconciling divergent feedback from the industry, regulators, and developers, and will continue to engage closely with the entire ecosystem. It's also critical that the CMA has sufficient time to review all evidence including results from industry tests, which the CMA has asked market participants to provide by the end of June. Given both of these significant considerations, we will not complete third-party cookie deprecation during the second half of Q4. We remain committed to engaging closely with the CMA and ICO and we hope to conclude that process this year. Assuming we can reach an agreement, we envision proceeding with third-party cookie deprecation starting early next year.”

Don’t let the collective sound of marketers' groaning drown out the fact that this delay comes as a bit of a surprise to many of us, given Google kicked off the year by rolling out a new feature called Tracking Protection to 1% of Chrome users globally. This feature restricts third-party cookies by default. While seemingly small, this seemed a precursor to the more significant changes on the horizon. EMARKETER’s survey “Marketing Professionals Worldwide Who Believe the Deprecation of Cookies in Chrome Will Occur in 2024 in 2024, Aug 2023” reported that 67% of respondents believed yes, Google has outlined a clear path.

After a third delay, however, some of our experts are starting to question if cookies will ever go away, and perhaps you are too. When AMA Rochester consulted with data industry experts, however, the direction for marketers didn’t change: continue focusing on alternative solutions to third-party tracking, and be thankful we have more time to plan. 

Google’s Privacy Sandbox Initiative

The Privacy Sandbox that the deprecation plan falls under, aims to “protect your privacy online” with goals to: 

1. Build new technology to keep your information private
2. Enable publishers and developers to keep online content free
3. Collaborate with the industry to build new Internet privacy standards

Google’s Privacy Sandbox for the web claims that by phasing out cookies and covert tracking and creating new web standards, it will “provide publishers with safer alternatives to existing technology, so they can continue building digital businesses while your data stays private.”

While an emphasis on data privacy isn’t a passing phase, the tools to make wholesale changes aren’t solely up to Google. While many of us want Google to stop leaving us hanging in the balance, it’s not necessarily a bad thing that regulatory agencies are forcing Google to resolve concerns with the tools they are developing. 

The Bigger Picture of Data Privacy

Google’s Privacy Sandbox initiative is just part of the ongoing global discussion around internet regulation and data privacy. In her book Data Cartels: The Companies that Control and Monopolize Our Information, Sarah Lamdan, Professor of Law at the City University of New York Law School, argues that privatization and tech exceptionalism have hindered the establishment of effective legal regulation - factors that have paved the way for the emergence of oversized information oligopolies like LexisNexis and Thomson Reuters. While Lamdan didn’t present an assessment of the advertising data ecosystem, the blockers we’re seeing from regulatory agencies infer a similar argument.

Global progress towards data privacy is not new, nor is it going away anytime soon. It took several years for the EU’s landmark regulation GDPR to finally be adopted, followed by a two-year transition period for businesses and organizations to comply before it went into full effect. Two things are becoming evident for the tech giant - Google will not be able to operate from the “black box” they are accustomed to and their Privacy Sandbox initiative isn’t going to happen overnight. 

Why You Should Care

While one could interpret Google’s initiative as a plan to play a leading role in cleaning up the internet, to Lamden’s point, it’s risky to leave Google holding the proverbial apple in their walled garden of Eden. As marketers, we can applaud delays as an indication that Google is being forced to slow down and take stock, and appreciate the extra time we’re given to act. As they are being pressed to improve their privacy tool kit, our experts recommend continuing to move toward cookie-less solutions and first-party data wherever possible.

User Privacy Matters

While the delay may seem like a reprieve, it underscores the importance of user privacy. As marketers, we must adapt to changing norms and regulations. The global discussion around internet regulation and data privacy is ongoing, and Google’s actions are just one piece of the puzzle. Quality over quantity is key but may be a different way to play the game than B2C marketers are used to.

Stay Informed

Keep an eye on developments. Attend webinars, read expert opinions, and stay informed about the evolving landscape. The AMA’s webinar on How Digital Marketers Should Prepare for 3rd-Party Cookie Deprecation is a valuable resource.  Embrace the challenge, adapt, and ensure your marketing strategies align with the changing tides.

Remember, global progress toward data privacy isn’t going away anytime soon. Let’s navigate this together and continue to engage with the ecosystem, regulators, and fellow marketers.

Stay vigilant. The cookie saga continues. 🍪🔍